Politicians really nail benefits driven selling. I’ll use them today to articulate the importance of pitching benefits when selling. Politicians know what their voters (prospects) want to hear and they articulate it with crystal clarity. If only they followed through. (Sigh!) Alas! as political analyst Mutahi Ngunyi once said: “A politician has no principles. An effective one changes his stance to suit the moment and then adjusts his principles accordingly.” ‘Raila this way, Raila that way’ a daily headlined a couple of weeks ago, accurately capturing the issue. Then, Raila was vacillating between popular Gen Z demands and enticement of joining an unpopular government.
Benefits-driven selling. Case Study: John Mbadi
Take the recently appointed CS Finance, John Mbadi, when the shoe was on the other foot. This was two years ago, in 2022 when, while in the minority opposition, he was vehemently castigating the choice of President Ruto’s CS nominees with this now famous indictment. “…As I conclude, we have a choice, to make either to reject over 60% of these names or give President Ruto his skunk.” Two weeks ago, he was appointed as CS nominee and during vetting was asked: “Are you now a skunk?” Well, you know the rest; let’s just say, he’s adjusted his principles accordingly.
Promises vs. Reality: President Ruto
Another example is the President while campaigning promising not to borrow nor increase taxes. The country cheered. Until he started doing so almost immediately, he came to power. The 2023 Finance Bill which was at the National Assembly awaiting the MPs’ decision, had been subject to fierce criticism from leaders and Kenyans.
He even warned MPs against rejecting it. Notice his choice of words: “I am waiting for the Members of Parliament who will go and vote against the employment of these young people, against housing that would give these people the chance to own a house with five per cent mortgage,” Benefits.
Benefits Over Features
Forget that the benefits are supposed to be for the very people that rejected the contents (features) of the finance bill during public participation. If he had defended it saying it has this and that (features) he would have not ‘looked good.’ He’d be speaking featurese instead of benefitan. Instead, he said what passing it would mean. Benefits. Anyway, a year later last week, the courts ruled it unconstitutional.
Salespeople that harp on what the product has should (ethically) borrow a leaf from politicians. If that’s you, stop selling the waterproofing of the umbrella. Instead, sell protection from sunrays and rain drops. You see customers don’t care what your product has. They only care what it will do for them. So, as the principled sales person you are, tell them. Tell them what your product will do for them and get as practical as you can. “This isn’t a 15-year life assurance policy (feature); no. for a responsible parent as you are, it’s an assured inheritance for your family in the unfortunate event of your passing.”
Read: Benefits sell features tell. Here’s why
Another example. It’s not that your oil has additives (features), no; what you tell the decision maker in this: “We will cut your operating costs by 9%.” ‘How?’ “By ensuring you never have to shut down your factory to clean oil sediments from the pipes” More benefits ‘Tell me more’ “Using oil that leans the pipes as it flows through them will not only save you operating costs but dramatically improve efficiency and therefore sales. This is why an oil with additives will be a game changer for your business. Evam more benefits. Notice how the salesperson has seamlessly used benefits to introduce his product’s’ features. And that seamlessness is key to aim for because customers only care about whey they want, not what you have.
Benefits Driven Selling: Politicians and Promises
Two of the recently re appointed and reassigned CSs pontificated thus last week: “We will restore Nairobi River to cleanliness.” And “We will go back to the glory days of winning gold medals in boxing.” Are you holding your breath in anticipation of these benefits manifesting?
Read: Lessons in selling from government mistruths, half-truths and lies
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